2008-2009 DATA CONSULT. All rights reserved.
INDONESIAN COMMERCIAL NEWSLETTER
September 2011

SHAMPOO INDUSTRY GROWING STEADILY


Steady growth has been recorded for Indonesia's shampoo industry to follow the growing population of the world's fourth most populous country. The country's population was estimated at 238 million in 2010.  The expansion of the industry also followed the trend of the country's economic development.  The country's shampoo production rose from 31,000 tons in 2005 to 33,000 tons in 2009. The country's production capacity for shampoo, however, remained unchanged from 32,000 tons annually in 2005-2009 periods. 

Currently, the country's shampoo industry is dominated by PT. Unilever Indonesia Tbk with its brands of Sunsilk and PT. Procter & Gamble with its brand of Pantene. The two big producers are known as consumer goods producers with products including personal care, skin care, home toiletries, etc.   

Competition is sharp in the shampoo market as shown in the intensive advertisements by big producers on television or other mass media. Almost every day shampoo products such as Sunsilk, Clear and Pantene are advertised on television or newspapers of shampoo using well known artists as advertisement stars.

Production capacity stagnant

The country's shampoo production capacity shampoo in 2005-2009 periods was   unchanged from 32,000 tons per year with no new investment in the industry.
 
Production up 2% per year

The country's production of   shampoo grew only 2% a year on the average in the period of 2005-2009. In 2005, the production was recorded at 31,000 tons, up to 33,000 tons in 2009. The production already exceeded the production capacity in 2009.
Based on the consumption trend, production was estimated to rise to 34,400 tons in 2010 and to 35,000 tons in 2011.

Shampoo products include ordinary shampoo and treatment shampoo, which is produced partly with herbal basic material. Ordinary shampoo dominates production. See the following table.

Capacity utilization   up

Since 2007, the country's shampoo industry has been operating at full capacity to meet growing domestic demand.  In 2007, the country's shampoo production already reached 33,700 tons, with a capacity utilization of 105.4%. The capacity utilization fell to 103.3% in 2008 but in 2009 it rose again to 105.4% as shown in the following table.

Big players

PT. Unilever Indonesia Tbk
The company started operation in Indonesia in 1933, known as a producer of bath soap with the brand of Lux.  PT. Unilever Indonesia Tbk is he pioneer among the producers of shampoo in Indonesia with the brand of Sunsilk in 1952. Its first factory is located in Surabaya, East Java. In the first years of its operation Unilever used glass bottle for packaging. In 1970, Unilever launched Sunsilk in plastic bottles.

Sunsilk grew quite fast in production. In 1975, Sunsilk Hitam, was launched and became the most popular variant of Sunsilk. In 1999 another variant of Sunsilk, Fruitarian entered the market.

After Sunsilk succeeded in grabbing a dominant share of the domestic market, Unilever produced new   shampoo products with the brands of Lifebuoy, Clear and Dove. Sunsilk is for hair beauty care, clear for hair health care, Lifebuoy as family segment and Dove for hair beauty of premium segment. Dove is more for the treatment of damaged hair while Sunsilk is more match beauty market with more variants for hair beauty - from long black hair to dyed, dry, and falling off hairs.

Currently Unilever operates 6 units of factories in the Jababeka Industrial Estate in Cikarang, West Java and 2 units in the Rungkut Industrial Estates, Surabaya, and East Java. Unilever has 32 main brands of products including personal care, household cleaner, foods, etc. It has 700 branches and around 370 independent distributors helping the marketing of its products all over Indonesia.  
 
PT. Procter & Gamble Indonesia
Procter & Gamble Co (P & G) is a multinational company established in 1837 in the United States.  It operates in the industries of personal car, health care and household cleaner. P & G has 54 brands entering the world markets. PT. Procter & Gamble Indonesia (PT. P & G Indonesia)  was established in 1989, handling the distribution  and marketing of  the products of P & G  in Indonesia including razor with the brand of Gillette,  face treatment (Olay), Toothpaste  and tooth brush (Oral B), clothe softener (Downy), battery  and flashlight  (Duracell)  and  diaper (Pampers).  

In Indonesia P & G sells its shampoo with the brands of Pantene, Rejoice and Head & Shoulders. Currently shampoo Pantene has four variants of anti dandruff, total care, hair fall, smooth & silky, and recently Pantene came up with a new variant Nature Care.

Since 2004 all products of P&G sold in the country are imported from other countries including Thailand, Vietnam, the Philippines and Malaysia.

P & G's factory in Thailand produces skincare and shampoo, in the Philippines produces homecare such as detergent and pampers, in Vietnam produces pampers, powder detergent, and in Malaysia produces snack Pringles. P & G targets to chalk up 5 billion consumers of its products all over the world in 2015.  Currently the number of its consumers already reached 4 billion people.

In 2011, PT P & G Home Products Indonesia invested US$ 100 million in its first factory in Indonesia. The construction of the factory that will produce disposable diapers will take 3 years. It will be the first factory in Indonesia to receive LEED (Leadership in Energy & Environmental Design) certification, an international certification granted by Green Building Council of the United States to buildings meeting a number of criteria for an environmentally friendly factory.

The new factory to be built in Karawang, West Java, will; be equipped with modern facilities to produce diapers with the brand of Pampers. Part of the production will be exported to other countries in this region.

Meanwhile, PT. P & G Indonesia plans to cooperate with state plantation company PTPN III to build oleo-chemical factory in the industrial cluster of Sei Mangke, North Sumatra.  The project is to better guarantee supply of 200,000 tons of fatty alcohol needed by P & G per year in the next 10 years. P & G needs fatty acid and vegetable oils from Indonesia to support its global operations.    

Currently the country's production capacity for fatty alcohol is around 320,000 tons from three producers PT Ecogreen Oleochemicals, PT Musim Mas, and PT Bakrie Sumatera Plantations. The country's production capacity is expected to rise to 784,000 tons after the operation of a factory of the Wilmar Group with a capacity of 464,000 tons per year in Gresik, East Java.     

PT. Lion Wings
PT. Lionindo Jaya was established in 1981, as a joint venture between the Wings Group in Surabaya and Lion Corporation of Japan.  Lion Corporation is a leading producer of consumer products in Japan producing tooth paste, tooth brush, cosmetics, soap, shampoo, and detergent, dish washing detergent, household cleaners, foods and medicines. Lion Corporation has a chain of subsidiaries in Southeast Asia such as Singa Selatan Sdn. Bhd in Malaysia, Lion Corporation Thailand and  Lion Corporation Singapore Pte. Ltd.

In 2004, the name of PT Lionindojaya was changed with PT Lion Wings, after the take over of the majority share of PT Lionindo Jaya by the Wings Group. PT Lionindo Jaya produced and sold various types of consumer goods including tooth paste, tooth brush, household cleaner, etc. Wings have exported part of its production to more than 55 countries all over the world.

PT. Lion Wings produced dish cleaning soap ( Mama Lime, Mama Lemon, Mama Apple, Oxy), tooth paste (Ciptadent), Smokers' tooth paste (Zact, Dentor Systema), tooth brush (Ciptadent), baby tooth paste  (Kodomo), any mosquito lotion (Lavenda), baby product (Kodomo), tooth brush and tooth paste (Ciptadent  and  Systema), perfumes (Fresh & Fresh). Lion Wings also produces shampoo with he brands of Emeron, Botanical, Zinc, and Kodomo.
  
The basic material for PT. Lion Wings is supplied by sister companies including PT Unipack Indosystems for label sachet shampoo and PT Mitra Indotra Abadi for tooth paste boxes.  

The Wings Group controls oleo-chemical industry from the upstream to downstream sectors. Together with the Djarum Group and the Lautan Luas Group, the Wings Group took over PT. Ecogreen Oleochemical (PT. EO) from the Salim Group. PT. EO PT. EO is a major producer of oleo-chemical including natural fatty alcohol in the world with a capacity of 110,000 metric tons/year. PT. EO supplies basic materials for the subsidiaries of the Wings Group. Oleochemical is a basic material for body care, soap and detergent, foods, plastics, pharmaceuticals, etc.

PT. Gondowangi Tradisional Cosmetics
The company was established by Mr. Liem Sudarno in 2000 in Jakarta. Previously in 1970, Mr. Liem Soedarno was an exporter of seaweed to France where it as used as a basic material of cosmetics. In 1972 Mr. Liem Sudarno began to produce cosmetics using seaweed as the basic material.

PT. Gondowangi Tradisional Cosmetics (PT. GTK) produces hair care products from natural basic material without chemicals. PT. GTK sells shampoo with the brand of Natur. Currently Natur has been exported to a number of countries such as Malaysia, Singapore, Hong Kong, Australia, South Korea, etc.

In addition to Natur shampoo, PT. GTK also produces skin care with the brand of Natur White and face care product with the brand of Miyagi which consists of whitening day cream, whitening night cream and lightening plus moisturizing soap.  ...



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